WWE NXT just posted a massive ratings jump, but there may be more going on than simply a sudden flood of new viewers. Nielsen has changed the way its television numbers are calculated, and the new system could end up giving wrestling a major boost.
During Wrestling Observer Radio, Dave Meltzer broke down the first week under Nielsen’s updated methodology and pointed directly to NXT’s performance. The show pulled 767,000 viewers with a 0.17 rating in the key demo, a dramatic leap from where the show had been sitting under the previous system.
“NXT did a phenomenal number on Tuesday night. 767,000 Viewers, 0.17, the demo in particular.”
Meltzer said Nielsen made nine changes to its measurement system. He only knew the specifics of one, which involves giving Hispanic viewers greater weight because Nielsen believed that audience had previously been underrepresented.
“So I believe that this new thing, this new way of doing it, as I said, they changed nine things. The only one I knew was that Hispanic viewers are going to be, you know, it’s gonna. They’re gonna be weighed more heavily because of the feeling that Nielsen had not been weighing them heavily enough.”
That matters for pro wrestling because Meltzer believes the change could work strongly in the industry’s favor. He pointed out that NXT had normally been landing much lower in the demo before this week’s sudden jump.
“That helps wrestling. How much, I don’t know. But, you know, I mean, NXT had been doing under the old system between 0.07 and 0.09. Most weeks got as low as 0.05.”
Then came the 0.17, which was so far outside NXT’s recent range that Meltzer immediately took notice.
“And then this is a 0.17. Way out of control. You know what I mean? Like, so. So I think that this is going to be very, very beneficial.”
That doesn’t automatically mean NXT suddenly doubled its real-world popularity overnight. The measurement system itself changed, which means old numbers and new numbers may not be clean apples-to-apples comparisons anymore.
Still, WWE certainly isn’t going to complain if the new math makes wrestling look stronger. NXT came out of the first week looking like a ratings monster compared to its recent numbers, and if that trend continues, Nielsen’s shake-up could become a very nice gift for WWE heading into future television negotiations.
Do you think NXT’s huge ratings jump reflects real audience growth, or is Nielsen’s new system doing most of the heavy lifting? Let us know what you think in the comments.
